Pinterest for Business

Pam Moore CEO / FounderMarketing NutzHost: Social Zoom Factor

Social Fresh 2016

agenda

• why Pinterest for biz?• case studies • 7 step success strategy

the point of inspiration is changing

YOU are the media

Pinterest for biz?

human brain processes visuals 60,000 times faster than decoding text!

• Pinners see themselves as trend seekers, early adopters

• Believe Pinterest is a great resource for trends, styles & new things to try

what drives them?

• 110 million daily active users• 175 million registered users • 90% female / 29% male• 75% more males than 2014** • 49% US women online use

Pinterest• 70% household purchasing

decisions made by women

who are they?

**Ahology 2015 Report

• 90% users are women• 70% household

purchasing decisions made by women

• 41% users have avg household income $50k+

who are they?

9

*Source: Ahology

• Age– 18-29 = 34%

30-49 = 28% 50-64 = 27%

• 9% Hispanics; up 6% fr 2014. 11% active pinners / 14% daily pinners.*

who are they?

*Source: Ahology

• 45% college graduate or post graduate

• 56% employed, 15% homemaker, 12% unemployed, 10% students

• More likely to be single & living alone (33%) and less likely to be divorced (9%)

they are college educated, working

*Source: Ahology

• 60% from USA, followed by India, UK, Brazil & Canada

• Site now available 30+ languages with offices in London, Paris, Berlin, Brazil, Tokyo

they are global

*Source: Ahology

• 50% of those who notice promoted pins click to get more info.

• 40% made a purchase, suggesting promoted pins inspire future action!

they respond to promoted content

they try new things• Pinterest inspires action

– 2/3 active pinners / 84% daily pinners inspired to try something new once a week or more

– 73% active pinners / 89% daily pinners have purchased something new they discovered on Pinterest

• buy • opt in • share• try• read • click

they take action

• more than 1/3 (36%) & 60% daily pinners access Pinterest once a day or more using smart phone.

• half of active pinners 48% & 77% daily pinners do so at least several times /w eek

they are mobile

16

67% active / 86% daily pinners have accessed Pinterest while shopping to buy something they pinned

they reference

• 14 minutes = avg site visit

• 30% prefer over watching TV

they hang out

most common destination for users who click on a pin is a blog!

they read

Source: coschedule infographic

Pinterest = 90% social media shares on the web

they share

• invest now to harvest tomorrow

• best if you have an integrated digital, social platform that supports your business, not just your pins or boards

• inspiration, ideation, conversion and community focused

strategy and approach

Case studies (demo)

7 success strategies

1. start with a Plan

• know your goals• know your customer • how will you measure success?

• brand awareness?• website / blog traffic• sales• grow email list• build community

what’s your goal?

• what are your top business goals?

• business goals aligned to digital marketing and social media

• key performance indicators (KPIs)

measure success

2. do your research

do you really know your customer?

Source: ZenDesk

• drive sales strategies for your brand

• understand sharing behavior

• prioritize products & services

• Identify & prioritize content your audience is interested in

use Pinterest for research

Pinterest.com/source/yourdomain

who is pinning your content?

Pinterest.com/source/yourdomainwho is pinning your content?

31

who is viewing your pins?

analytics.pinterest.com

what are their interests?

analytics.pinterest.com

what are their interests?

analytics.pinterest.com

3. lay your foundation

business.pinterest.com setup business account

business.pinterest.com

convert personal account to business

• Business.pinterest.com YOU DIT IT!

• product• app• place• article• map• recipe

rich pins

• pinners buy products without ever leaving Pinterest!

• if using BigCommerce, Demandware, Magento, Shopify, IBM Commerce you can start now. If not, get on waitlist!

buyable pins

drive desired action!

P = People O = Objectives S = Strategy T = Technology

don’t start with technology

Text POSTWORKSHEET to 33444 to download audience worksheet

Communities Create Markets

Opportunity Harvest

Free member

Paid member

Loyal evangelist

Community Zone Customer Zone

$$

• Works when you are not working!

• Consistent brand architecture

• Helps audience achieve their goals

Build Integrated Platform

Blog • Home base • Stays with you always • Tell stories• Thought leadership • Integrated platform for

social presence• Ignite OPCs via

syndication & guest blogging

Source: Quicksprout

Email subscribers 3 times more likely to share content via social media than other visitors

Increase conversion rates / salesNurture relationships Data collection Brand awareness

4. Content strategy

DIGITAL AND SOCIAL BODY LANGUAGE…. YOUR ACTIONS SPEAK LOUDER THAN YOUR WORDS

BE YOU!

Determine Your Message TiersNot all content has equal weight or value

Tier 1: Vision

Tier 2

Tier 3

Tier 4 Tier 4

Tier 3

Tier 4 Tier 4

Tier 3

Tier 4 Tier 4

Stay Fresh

5. Build your funnel

PERSONALIZED EXPERIENCE• Who is your customer and

what is important to them?

• Behaviors • Preferences • How, when and where do

they use what screens• Context for why they use

screens (mobile, desktop, tablet)

You need a landing pageHelps your customer learn quickly… • Who you are• What you can do to help them • Why they should buy from you • What action you want them to take • Think one customer, one page, one message

Don’t just send people to your website home page or shopping cart product page

1. define your goal2. determine the offer3. build the platform to convert4. attract desired customers5. measure the result 6. tweak, rinse and repeat

awarenessinterest

consideration

purchase

CONVERSION FUNNELS ARE MORE COMPLICATED THAN THEY LOOK

conversion rate… The % of visitors who complete a goal, as set by the site owner. Test methods, such as split testing or A/B testing help measure headlines, copy, images, social proof elements and content to help convert more visitors into customers.

Conversion Rate Optimization

Conversion optimization, or conversion rate optimization (CRO) is the method of creating an experience for a website or landing page visitor with the goal of increasing the percentage of visitors that convert into customers.

Source: Wikipedia

why conversion rate optimization (CRO)?Increased

– leads– roi – sales– happy customers – better sleep at night

CRO optimization factorsPlanning Goals Value proposition Call to action Trust Security Buyer’s journey Findability / Searchability Visual design Color psychology LayoutVisual quality Headlines

Mobile responsive siteNavigationButton content Button color Delivery on promise CommunicationReadabilityLanguageTerminology Contact forms Load time of site / page Browser compatibility Up-sell / Cross-Sell Social proof

CRO testing 1. Define goal and metrics for success2. Designate a landing page where conversion will occur3. Determine elements on landing page to test 4. Create variations of the key elements you want to test 5. Choose A/B testing tools to use

6. Promote and advertise

6. advertise & promote!

pick your goal: • awareness

(eCPM – cost per 1000 impressions)

• engagement (eCPE – cost per engagement)

• traffic (eCPC – cost per click)

Promoted pins

pick your goal: • page visits• sign ups (newsletter, email etc.)

• custom conversions

track actions: • clicks • repins + closeups • views

track conversions

7. Tweak. Rinse. Repeat. Optimize

• keep aligned to goals & objectives• use a content calendar• clean up & organize boards • validate & test links• re-prioritize placement of content • remove out dated content • remove double pins

refresh monthly

66

• Pinterest Insights• Tailwind (scheduling) • Buffer (scheduling) • Canva• Picmonkey • Social Warfare wordpress

plugin (Rich Pins, sharing)• Leadpages.net• Google Analytics

Pinterest & platform tools

1. Start with a plan 2. Do your research3. Lay your foundation 4. Content strategy 5. Build your funnel 6. Advertise & promote 7. Tweak. Rinse.

Repeat. Optimize.

7 step success strategy

Questions? Pam MooreCEO / Founder Marketing Nutz@pammktgnutpammarketingnut.comthemarketingnutz.comsocialzoomfactor.comsocialprofitfactor.com